In an exclusive interview with Future Farming, Deanna Kovar, the newly appointed President of John Deere’s Worldwide Agriculture & Turf Division for Europe, Asia, and Africa, outlined the company’s forward-looking strategy focused on innovation, sustainability, and enhanced dealer support. With over two decades at John Deere and a background rooted in agriculture, Kovar emphasized the importance of delivering comprehensive solutions that empower farmers to increase productivity while minimizing resource use.
Kovar highlighted the company’s commitment to developing autonomous and electric-powered machinery as part of its broader strategy to address the evolving needs of modern agriculture. “Our focus is on delivering complete solutions that help farmers produce more with less, and in a sustainable way,” she stated. This commitment is evident in John Deere’s plans to introduce a fully autonomous, fully electric tractor with a horsepower range of 75 to 100 by 2026, alongside advancements in hybrid technology for larger machines.
The shift toward electrification and automation is part of a larger trend in the agricultural machinery sector, driven by increasing demands for efficiency and sustainability. Kovar noted that the company’s recent restructuring around customer needs—rather than traditional business units—has fostered a more holistic approach to agricultural challenges. “We now think in terms of ‘how can we help farmers plant better?’ instead of ‘how do we make the best planter?’” This mindset encourages collaboration and innovation, ensuring that each component of the farming process is optimized for success.
Kovar also underscored the vital role of John Deere’s dealer network in this new strategy. “Today’s dealers don’t just sell horsepower. We and they now play a broader role in helping customers embrace modern technology that reduces the use of chemical inputs and increases yields through more precise techniques.” The company has invested in equipping dealers with the necessary tools to support farmers in maximizing the potential of their machines, including fully connected support systems that streamline operations.
The restructuring of John Deere’s dealership network is designed to enhance customer engagement and satisfaction. Kovar explained that the success of this initiative will ultimately be measured by how farmers perceive their experiences with both the dealership network and John Deere’s technology. “Dealers must not only ensure maximum uptime and reliability of customers’ machines but also help farmers fully utilize modern technology,” she said.
Looking ahead, Kovar expressed optimism about the agricultural machinery market despite challenges such as high input costs and rising interest rates. “Although I expect a slight market contraction, there is still potential for farmers to remain profitable,” she noted. The increasing global population and changing dietary habits are expected to drive demand for agricultural products, reinforcing the need for precision agriculture techniques that enable more efficient use of resources.
John Deere’s ongoing commitment to sustainability is also reflected in its approach to fuel and emissions. The company recently won a gold medal at Agritechnica for its eAutoPowr transmission, which enhances the efficiency of current engines. Kovar stated that while the focus is on electrification for smaller machines, hybrid technology will be pivotal for larger equipment, contributing to the reduction of CO2 emissions through the use of biofuels.
As John Deere looks toward 2030, Kovar envisions a fully autonomous production system for arable farming. This ambitious goal aligns with the company’s mission to unlock value, sustainability, and productivity for its customers. “In Europe, we have a unique opportunity because farming here is closer to the population than in many other regions. We can demonstrate the benefits of technology for producing sustainable food for a growing global population,” she remarked.
Kovar’s insights reflect a transformative period for John Deere, where innovation, sustainability, and strong dealer relationships will play critical roles in shaping the future of agriculture. As the industry grapples with the challenges of feeding a growing population while minimizing environmental impact, the strategies outlined by Kovar position John Deere as a leader in the evolution of agricultural technology.